Still making history: Rusk Cherokeean-Herald marks 175th anniversary

RUSK — A little over two years ago, Texas’ oldest weekly newspaper was knocking on death’s door. John Hawkins, then the general manager of the Rusk Cherokeean-Herald, vividly remembers the phone call from the out-of-state corporate office on Dec. 10, 2021. “They said they were going to sell it or close it down,” he recalls. “I asked if they had anyone interested. They said no and asked if I’d like to buy it. I told them no, I was going to retire.”

By DONNIS BAGGETT, Texas Press Association

John, now 74, and his wife Penny, now 77, had big plans. He had already retired as a part-time Methodist minister. “I bought a large fifth-wheel travel trailer and a truck to pull it,” he said. “We were ready to hit the road.”

The thought of the paper closing its doors after 175 years of service to the community changed their minds, however. In January 2022, John and Penny Hawkins became the new owners of the Cherokeean-Herald.

“I’m a native Texan, and I said we can’t let this part of Texas history die,” John said. “My wife said we bought the paper so Marie Whitehead wouldn’t haunt us. That may not be far from the truth.”

The Whitehead family published the Cherokeean-Herald for decades, and John and Penny met in the 1980s while working for the family. Judging from the turnout for a Feb. 15 anniversary celebration at Citizens First Bank, the people of Cherokee County are delighted that the couple put their retirement on hold.

There was standing room only in the lobby and not a parking spot to be found for blocks. An estimated 200 people came to thank the Hawkins and wish them success. 

A supporter of the paper underwrote free subscriptions in honor of the event, and the Cherokeean-Herald picked up 50 new subscribers.

“Before the event, my wife was worried that nobody would show up,” John said. “We were gratified and proud…It was affirmation that we’re doing something right.”

The paper has a print circulation of around 3,000, John said, and print/digital weekly readership of about 10,000 in a town of about 5,500 and a county of about 51,000. Ad sales are strong. The paper has a staff of four counting the owners, and has long enjoyed a reputation as one of Texas’ best weeklies. It’s packed with local content on everything from the police beat to city council meetings to school and service club news.

“We only do news that’s about Cherokee County or from people in Cherokee County,” John said. “We won’t do fillers. We won’t take articles from people outside of the county that don’t affect us. I think one of our strongest things is we don’t take sides. We’re not biased at all. We’re going to always be fair and honest.”

Like most new newspaper owners, John and Penny were nervous about their financial future when they bought the paper. How are things going in that respect?

“Well, we’re not getting rich,” John said. “We’ve pretty much funded it with savings and Social Security, but I’m proud to say we’re debt free and totally above water, and have been since we bought it.”

And how much longer do they plan to work?

“I have no idea,” John replied. “We’re actually enjoying what we’re doing…the RV and the truck are in storage.”